Performance Planning — Continued

Goal 3: Marketing British Columbia as a preferred place to live, visit, invest and do business.

Objective 3.1 Market British Columbia as a preferred location to visit, and for new and expanded trade and investment.

Strategies:

1. Promote British Columbia as a film and TV location — organize trade efforts to promote the province as a film and TV production location.

2. Marketing and promotional strategies — develop marketing and promotional strategies with Invest British Columbia to promote awareness of competitive advantages and opportunities throughout the province.

3. Trade and investment promotion — organize trade missions and provincial participation in key international events to promote British Columbia.

Measure	2002/03 Base	2003/04 Target	2004/05 Target	2005/06 Target
Sales and marketing initiatives for film and TV industry	Completed two marketing initiatives	Lead four sales and marketing efforts to the US	Lead four sales and marketing efforts in the US and one in emerging markets	Lead four sales and marketing efforts in the US, revisit previous year's emerging market and add one more emerging market
North American ranking of film production expenditure	$993.6 million spent in British Columbia Base rank third largest production centre in North America	$1 billion spent in British Columbia Largest production centre in North America after Los Angeles and New York	$1.05 billion spent in British Columbia Largest production centre in North America after Los Angeles and New York	$1.1 billion spent in British Columbia Largest production centre in North America after Los Angeles and New York
Compile and provide customized information in response to qualified investor enquiries	Provide customized information to 42 qualified potential investors	Provide customized information to 50 qualified potential investors	Provide customized information to 75 qualified potential investors	Provide customized information to 75 qualified potential investors
Measure	2002/03 Base	2003/04 Target	2004/05 Target	2005/06 Target
Trade missions and key events promoting British Columbia	6 trade and investment visits led by Premier and/or Ministers 20 pre-qualified business delegations attracted	8 trade and investment visits led by Premier and/or Ministers 30 pre-qualified business delegations attracted	8 trade and investment visits led by Premier and/or Ministers 40 pre-qualified business delegations attracted	8 trade and investment visits led by Premier and/or Ministers 40 pre-qualified business delegations attracted